Writing With Impact: Writing That Persuades

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4.5 Hours
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60 Lessons (4.5h)

  • Section one – getting started
    Introduction – is this course right for you?2:44
    Activity: introduce yourself!
    Three tips for overcoming writer's block2:11
    The #1 habit that sets great writers apart2:23
    Activity: four AMAZING tools to develop the #1 habit of great writers!
    Quiz: Introduction to writing
    Section one summary
  • Section two – knowing your reader
    Introduction: Why knowing your reader is the starting point of all great writing1:19
    Don't write for readers!2:46
    Activity: who is your reader?
    How your reader really sees you3:12
    Activity: reflect on how your reader really sees you
    So what's your point, exactly?3:16
    The three questions you need to ask before you even start to write4:34
    Acitivity: use this guide for your next writing project!
    Does your writing pass the "so what?" test?5:43
    Activity: apply the "so what?" test
    How readers read...3:56
    ...and what to do about it6:36
    The reason you've probably been starting in the wrong place5:28
    Assignment: can you make this email more compelling for the reader?
    The one word no reader can resist3:49
    Assignment: how would you respond?
    Two real-life reader awareness FAILS - and how to fix them7:42
    A brilliant technique to get inside your reader's head9:31
    Activity: Build an in-depth profile of your reader
    Quiz: knowing your reader
    Section 2: summary
  • Section three – write less, say more
    Three reasons to write less2:17
    The writing habit that makes you sound like a liar4:38
    Trimming the fat: where to start2:48
    Ditch these unnecessary words4:40
    Flabby phrases to avoid5:04
    The lazy descriptors that will weigh your writing down9:10
    A brilliant online tool for making your writing leaner2:43
    Assignment: Cut the lazy, unnecessary descriptors
    Mind maps are evil - here's what to do instead!2:12
    Activity: edit this text to make it shorter and more compelling!
    Quiz: write less, say more
    Section three summary
  • Section four – how to get your message across to the widest possible audience
    Why there's really no need to worry about dumbing down5:17
    How to get your message across to the widest possible audience4:10
    How to avoid the curse of knowledge4:27
    Activity: Try out this online tool for banishing the curse of knowledge3:28
    Choosing the best words for the job5:36
    Tips for choosing the best words3:08
    Quiz: winning over a wider audience
    Section four summary
  • Section five – how to craft sentences that sing
    The number one writing habit that's turning your readers off4:09
    Burn this figure into your brain!2:11
    Three quick ways to identify a sentence that will send your reader scuttling3:11
    How to tame a sentence that's out of control7:25
    How to structure your sentences to make them easy to read9:28
    Activity: turn these sentences into something beautiful!
    Quiz: how to craft sentences that sing
    Now we're ready to put a little music into your writing10:41
    Activity: use sentence length to tell a story with music and drama
    Section five summary
  • Section six – incorporating stories into your business and technical writing
    New Lecture1:20
    Show, don't tell4:39
    Your endless source of stories2:51
    Why you need to use concrete language2:41
    An unforgettable story4:28
    A brilliant tool for making your writing more vivid2:54
    Nounitis – how to spot abstract nouns3:56
    Activity: Identify the nouns and verbs in this extract
    Nounitis - how nouns can make your writing lifeless3:43
    Assignment – cure these terrible cases of 'nounitis'
    The neuroscience of stories5:48
    Quiz: telling your story
    How to get to the "why" with a metaphor11:23
    How to hit on the perfect metaphor7:31
    Activity: metaphor challenge #1!
    How to use storytelling techniques to bring data to life5:15
    Activity: metaphor challenge #2!
    Active writing: a storytelling tip from Hemingway, Orwell...and Beyonce!6:25
    Building trust: another reason to make your story active10:53
    Assignment: tackle these passives!
    The secret to making your story go viral6:12
    Quiz: telling your story
    Section six summary
  • Section seven – advanced persuasion techniques
    Introduction to rhetoric1:03
    Assignment: analyse this piece of business writing
    The rising tricolon4:14
    Activity: the rising tricolon
    Anaphora: the artful use of repetition to persuade2:53
    Activity: anaphora
    Epiphora: another type of artful repetition1:27
    Activity: epiphora
    Asyndeton: removing the 'ands' and the 'buts'1:34
    Activity: asyndeton
    Polysndeton: putting in extra 'ands' and 'buts'1:30
    Activity: polysyndeton
    Chiasmus: the persuasive power of a criss-cross pattern2:25
    Activity: chiasmus
    Antithesis: why opposites attract3:40
    Activity: antithesis
    Hypophora: posing a question to your reader2:48
    Activity: hypophora
    Alliteration: using repeated sounds to make your point2:27
    Activity: alliteration
    Assignment: revisit the employee manifesto

Power Up Your Prose & Persuade Your Audience with Help From a University of Cambridge Tutor

Clare Lynch


Dr. Clare Lynch has trained and coached people at a variety of organizations. She's helped executives break through the career roadblock created by poor, underconfident writing, and she also teaches academic writing and professional communication at the University of Cambridge. She is also a director at Cambridge Language Education and Research Associates (CLERA), which provides English language training and consultancy to governments, universities, the private sector and schools, both in the UK and overseas.

After receiving her PhD in Old English from Cambridge, she founded Doris and Bertie Ltd. As the managing director of Doris and Bertie, she heads a team of business writing experts that work with anyone who needs to write as part of their job. She is also the author of the business-writing blog Good Copy, Bad Copy. It's named on Copyblogger's list of 15 copywriting and content marketing blogs that will make you more money.


Not all of us are natural writers, but with the right training, anyone can harness the power of written word to win over their audience. Led by a University of Cambridge writing tutor, this course guides you through the top principles that can be applied to most types of non-fiction writing, including emails, reports, advertising, blogs, and more. Whether you're looking to nail a cover letter or draft a better investment proposal, you'll power up your prose with real-life examples that illustrate writing theory as well as no-nonsense challenges to hone your skills.

  • Access 60 lectures & 4.5 hours of content 24/7
  • Develop your voice & confidence as a writer
  • Identify the techniques top writers use to persuade you w/ their words
  • Learn how to persuade your employees, bosses, customers or investors
  • Discover how to say more while writing less
  • Leverage advanced rhetorical techniques to win your audience over
  • Craft sentences that are clear, succinct & persuasive


Important Details

  • Length of time users can access this course: lifetime
  • Access options: desktop and mobile
  • Certification of completion not included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: all levels


  • Internet required


  • Unredeemed licenses can be returned for store credit within 30 days of purchase. Once your license is redeemed, all sales are final.
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